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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-based Marketing Program

Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-based Marketing Program

by Arthur M . Hughes (Author)

  • Used

    Hardcover 2000

    $14.80
Synopsis

Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the second edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources, including the Internet, loyalty programs, customer-specific marketing, and more.

$14.80

Save:$19.06 (56%)

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1 in stock

More Information

Format: Hardcover
 Pages: 400
 Edition: 2nd Revised edition
 Publisher: McGraw-Hill Publishing Co.
Published: 01 Jun 2000
ISBN 10: 0071351825
ISBN 13: 9780071351829

Author Bio
Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The International Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.